Mixue Global Supply Chain and Digital Membership Model

📌 Background

Chinese tea beverage brands expanding overseas have entered a mature and challenging phase, where supply chain localization has become the key factor determining the growth ceiling. With 36,000 stores globally, Mixue's supply chain management capabilities under the overseas franchise model directly dictate franchisee profitability and the brand's sustained expansion potential. The digital membership system has become a core tool for boosting overseas single-store repeat purchase rates and user stickiness, as competition in overseas tea markets shifts from store count to operational efficiency in 2026.

👤 Target Customers

Overseas franchisees are the primary paying customers, while end consumers are charged for memberships and beverage purchases; supply chain profits derive from selling raw materials, packaging, and equipment to franchisees.

💰 Revenue Streams

1) Revenue primarily comes from three sources: charging franchise and management fees to overseas franchisees; 2) earning price differentials by selling ingredients, packaging materials, and equipment to franchisees through the supply chain system; 3) incremental sales generated by leveraging the digital membership system to accumulate user data and drive repeat purchases.

🧮 Cost Structure

Costs include investments in overseas supply chain development (localized warehousing, logistics, procurement), digital membership system development and maintenance, overseas market expansion team labor costs, and franchisee training and support costs.

🛡️ Moat

Supply chain bargaining power and cost advantages derived from a scale of 36,000 stores; a mature franchisee management system; user profiling and precision marketing capabilities built upon accumulated digital membership data.

🔑 Keys to Success

• Overseas supply chain localization layout to reduce procurement and logistics costs
• Digital membership system to increase overseas single-store repeat purchase rates
• Optimization of franchisee profit models to maintain expansion momentum

⚠️ Risks

• Overseas supply chain localization falling short of expectations, resulting in high costs
• Low overseas market acceptance of digital membership and data compliance risks
• Loss of franchisees due to profitability failing to meet expectations

🏢 Cases

• Mixue has over 36,000 global stores, with overseas franchise expansion steadily progressing
• Mixue reduces raw material costs in the Southeast Asian market through supply chain localization
• Mixue's digital membership system, mature in the Chinese market, is being replicated to overseas stores

📊 SWOT Analysis